Wedgwood president Ulrik Garde Due discusses his vision to make the British brand ? famous for its heritage pottery ? appeal to a younger audience, in this movie filmed by Dezeen for Wedgwood.

Wedgwood was founded in 1759 in Stoke-on-Trent, England, by potter Josiah Wedgwood, and went on to become one of the world's leading pottery producers.

The brand is now led by Garde Due, president of the living division of consumer goods company Fiskars, which acquired Wedgwood in 2015. Due's aim is for the company to apply its expertise to contemporary products, as well as its successful heritage ceramics.

"We still make a large number of our products here, using the tools and the craftsmanship that was developed more than 200 years ago," he explains in the video, which was filmed at the Stoke-on-Trent factory.
"It is hugely important to us that we ensure the continuation of the craftsmanship that we do here, coming up with new ideas to make it relevant again," he adds.

Read more on Dezeen: https://www.dezeen.com/"p=1141397

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